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Mamas & Papas signs deal with Shop Direct

Maternity and babywear chain Mamas & Papas has signed a deal with Shop Direct Group to sell its maternitywear through the and channels.

The Mamas & Papas maternity range will be available across the Shop Direct Group of channels from February 2010.

Karen Tyler, director of clothing, Mamas & Papas said: “The partnership with Shop Direct Group will promote Mamas & Papas maternity fashion across all their channels including their brand and therefore offers a variety of new customer touch points for Mamas & Papas as well as enhanced lifestyle option for the Shop Direct Group customer.”

Mamas & Papas saw sales of its maternitywear rise by 28% in the period February to June of this year.

Mamas & Papas currently has 50 stores worldwide and also sells via its international transactional website.

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